SHM Studio > Portfolio > Livrea

Livrea

Brand identity and website for luxury car rental

Branding UX & structure Web development AI & Automation

The fleet with filters by make, specs and location

HERO LOOP · home, fleet, car page

Client:

Livrea

Group:

Roseto

Sector:

Luxury & Mobility

Year:

2026

Services:

Branding, UX & structure, Web development, AI & Automation

We shaped a new luxury car rental brand with a concierge service: logo and brand identity, a bilingual website built around the fleet, and an AI-based system that produces car photos with a consistent style and quality, ready to grow with new locations and new vehicles.

01 — The Project:

Livrea was created to offer luxury supercars and SUVs with a concierge service, delivery wherever the client needs it, and a presence in the most exclusive destinations: Milan, Madonna di Campiglio, Porto Cervo and Forte dei Marmi. The brand was starting from zero: no logo, no website, no photos of the fleet. The goals:

01A recognizable identity: consistent with the world of luxury and with the brands of the cars in the fleet.

02A website built around the fleet: every car leads to a quote request.

03Consistent photos, always: a method that works even when the fleet changes.

Driven by Elegance. Defined by Experience.

Black

#000000 · Primary

Champagne

#C8B79A · Primary

Charcoal

#1E1E1E · Support

Gray

#797777 · Support

White

#FFFFFF · Support

BRAND IDENTITY · logo, palette, AI photos

FLEET

Excellence. Performance. Emotion.

An exclusive selection of the most iconic cars.

Huracán STO

Porsche GT3Porsche 911 Turbo

BMW M2

Mercedes G63 AMGMercedes G63 AMGV-Class

Aston Martin DB12Aston Martin DBX

Audi R8

Defender 110Defender 130Range Rover SportRange Rover LWB

CAR PAGE >

GAMIFICATION · choosing the car

02 — The challenge:

In luxury rental, customers choose with their eyes first, then with price. That's why we had to solve three problems:

A brand with no history:

it had to look credible next to the brands of the cars it rents.

Inconsistent photos:

the car images came from different sources, with different backgrounds, lighting and framing.

A catalog that keeps changing:

cars and locations are added over time, and the client needs to manage them independently without losing visual consistency.

Touchpoint[one row drifting]

Desktop

Mobile

Logotype

Tablet

The Defender 110 car page on smartphone, with gallery, specs and quote

Mobile

Palette

Art direction

Desktop

Mobile

Logotype

Tablet

Mobile

Palette

Art direction

03 — The approach:

We built the brand and the website as a single system, designed to grow:

Brand identity

logo, the tagline “Driven by Elegance. Defined by Experience.”, typography and a deliberately restrained palette of black and champagne, with the champagne logo as the primary version. We delivered brand guidelines and a complete logo kit for web, print and social.

Custom website and gamification

two homepage concepts, one interactive with a gamification approach and one more institutional, then a bilingual website with the fleet, car pages with gallery and technical specs, locations, and a quote request form linked to each vehicle.

AI photos

prompts and instructions to generate still lifes on a black background, with the LIVREA license plate, starting from a simple photo of the car. The client produces them on their own, always in the same style.

Standards and independence

every car and every location follows the same page template, and an illustrated guide explains how to update content, fleet and translations.